Fit check
Who your buyers are, where they live and which faces they trust, before fame or fees.
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Advertising · Celebrity endorsements · Selection, contracts, compliance
Celebrityendorsements
Since 201565+ in-house teamKolkata office, 5 team bases
Celebrity endorsements for brands whose buyers worry about quality or fraud. The right face for your buyers, on terms that protect you.
A strategist calls you in one working day.
/ 01 Celebrity endorsements
A famous face, picked with the numbers.
The star is the biggest line in the budget, and nobody can say what it brought back. PromotEdge plans celebrity endorsement for Indian brands.
We pick a face that fits your buyers, negotiate the fee, check the rules and run the shoot and media, so the fee comes back as trust and sales.
A famous face lends trust fast, most where buyers worry about quality or fraud: cement, paints, pipes, two-wheelers, jewellery, real estate, diagnostic labs, health products and finance.
A face does not replace a good product. A maker in industrial manufacturing seldom needs a star; a respected expert or real customers on film often do more. Celebrity deals are confidential, so we name no stars here. Want us to look at yours? Ask for a free plan.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you get
From shortlist to signed and shot.
Deals come in six shapes: long-term ambassador, one-campaign endorsement, social posts, appearances, a regional face, or voice-over only. Each has its own usage and exit terms.
Shortlist
National, regional, sports and creator faces, with audience fit, current endorsements and any public controversy.
Approach and negotiation
Talks with the celebrity's manager or agency on fee, days, outputs, term and exclusivity.
Contract terms
Usage by media, territory and term, exclusivity, approvals, payment stages, exit and a morality clause, finalised with your lawyer.
Compliance check
Claims, disclosures and category rules checked against the CCPA 2022 guidelines and the ASCI code before release.
Shoot planning
Every output planned for the shoot days: TV, digital, print, packaging, dealer and in-store material.
Campaign and media
Written, produced and placed across TV, print, outdoor, digital and on-ground by one team.
Tracking and renewal
Recall, search and sales signals watched through the term, with advice well before renewal.
/ 03 What usually gets in the way
Where celebrity deals go wrong,and the way through.
“We paid for a national star, but our market is three states.”
Regional film, TV and sports stars often carry more trust at home, for a fraction of a national fee. We match the face to where your buyers are.
“The contract ended, and every photo had to come down.”
Usage rights expire. We write the term, media and territory into the contract, and what happens to existing material afterwards.
“Our celebrity also endorses a brand close to ours.”
We check current and recent endorsements before anyone is shortlisted, and put category exclusivity in the contract.
“The shoot day ended before we got the dealer film and print stills.”
Shoot days are short and costly. We plan every output (TV, digital, print, packaging, dealer material) in advance, hour by hour.
“Our ad made a claim the celebrity had never checked.”
The 2022 guidelines expect an endorsement to reflect the endorser's genuine, current opinion. We build product trials and a claims check into the process.
“The star's posts for us got almost no response.”
Posts are a separate deliverable. We agree number, format and timing in the contract, check the star's real audience first and label every paid post.
Tell us your buyers and your markets, and we will say plainly whether a star is worth it for you. Get a free growth plan
/ 04 How we work
From shortlistto the screen.
No published case of ours is a celebrity campaign, so we show no results here. We share relevant work when we talk.
- 01
Goal and buyer
What the face must change (trust, recall, dealer pull or a launch), where your buyers are, and what they watch.
- 02
Shortlist and checks
Options with audience fit, current endorsements, past controversies and an estimated fee range.
- 03
Approach and negotiate
Availability and terms through the celebrity's management, agreed in writing.
- 04
Contract and compliance
Your lawyer finalises the contract. We check claims and disclosures, and arrange product trials so the endorsement is honest.
- 05
Shoot and release
One tightly planned shoot covering every output, then release across the agreed media and dates.
- 06
Track and decide
Recall, branded search, enquiries and sales watched through the term. What can't be measured can't be achieved.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
A D2C (direct-to-consumer) brand can pair the face with a code and count orders. A dealer-led B2B (business-to-business) firm uses the face for dealer meets and shop branding. A franchise or retail chain uses it for store openings in the cities it wants to win.
- Start from your buyers, not from a face. A face that your buyers don't know or trust buys you nothing. A fit check and a shortlist.
- Check every endorsement the star holds. A rival's face on your ad costs more than the fee. A written check of current and recent deals.
- Write usage into the contract. Rights by media, territory and term decide what you can reuse in year two. A contract summary your lawyer can read in ten minutes.
- Plan the shoot day output by output. Shoot days are short and the fee is paid whether or not you get every film. An hour-by-hour run sheet.
- Agree the scorecard before signing. A face builds trust over a season, so you need the same yardstick at renewal. A report through the term.
Go deeper: the rules and who sets them
What the CCPA guidelines say
An endorsement must reflect the endorser's genuine, reasonably current opinion and be based on adequate information about, or experience with, the product (para 13). A connection that might affect the endorsement's credibility must be disclosed (para 14).
Source: CCPA, Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022, Gazette of India, 9 June 2022, read 10 October 2026
What the Consumer Protection Act, 2019 adds
Section 21 lets the CCPA fine an endorser of a misleading ad up to ₹10 lakh, and up to ₹50 lakh for each later case. It can bar the endorser for up to one year, then up to three years. An endorser who exercised due diligence to verify the claims is not penalised. That is why we run product trials and keep the evidence behind each claim.
Source: Consumer Protection Act, 2019, section 21, text as published on courtbook.in, read 10 October 2026
ASCI
ASCI calls itself an independent, voluntary self-regulatory organisation that aims to keep advertising in India truthful and fair. Your lawyer should still review every contract.
Source: ASCI website, read 10 October 2026
AI in celebrity endorsements: today and next
Today: AI faces and voices
ASCI's influencer guidelines say a virtual influencer must tell people, upfront and prominently, that it is not a real human.
Source: ASCI, Guidelines for Influencer Advertising in Digital Media, clause 1.4, file dated August 2023, read 10 October 2026
Today: marking AI files
Adobe says Firefly outputs carry Content Credentials, which show how a file was made.
Source: Adobe Firefly product page, read 10 October 2026
Next
Our view: AI will make look-alike faces and voices cheap, so a contract should say what the star allows and what we may not copy. Want us to check a draft contract for this? Ask us.
Already holding an offer from a celebrity's manager? Send it over and we will read the usage terms with you. Talk to us
/ 05 Industries
Where this works best.
Industries where we have done this work.
01
Construction equipment
Contractors trust the machine their peers run on site more than any brochure.
02Building materials
The person who pays for the cement is rarely the one who picks the brand.
03Industrial & manufacturing
Procurement checks you out long before your sales team is invited to talk.
04Automotive
A buyer's interest fades fast when the enquiry reaches the right showroom late.
05Real estate
Enquiries are easy to buy, but the sale is won or lost at the site visit.
06FMCG
Your ad works for a rival if your product is missing from the shelf.
/ 06 Cost
What a celebrity endorsement costs.
We don't publish a price list. Our fee covers sourcing, negotiation and campaign management. The celebrity's own fee is paid as their contract sets out, and you see the full breakdown before you sign.
What affects the cost
- How famous the celebrity is, national or regional
- Shoot days and appearances
- Media in the usage rights: TV, digital, print, outdoor, packaging, in-store
- Territory and length of use
- Category exclusivity
- Number of social media posts
How we quote
- You tell us the product, the buyers and the markets.
- We study your category, past campaigns and which faces suit your buyers.
- We write a scope: shortlist, usage rights, shoot days and media.
- You get a quote within 2 working days, with our fee, the celebrity's fee and shoot costs on separate lines.
What you get in the quote
- The shortlist and the approach to each celebrity
- Usage rights by media, territory and length of use
- Exclusivity and exit terms
- Shoot days, travel and stay
- Our fee for negotiation and campaign management, on its own line
A regional TV face may cost a small fraction of what a national film star or top cricketer charges each year. If the fee would eat most of your budget and leave little for media, don't sign: a star nobody sees does nothing.
/ 07 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Our beliefWe believe in process. Good results should repeat, not happen by luck.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
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Proof and reading
What people say
In their own words
What clients told us after working with PromotEdge.
“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghMarketing ConsultantIndependent view“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaManaging Director at Rishta Foods“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player
No pressure. No sales pitch.
Tell us what's holding buyers back.We'll show you the plan.
Straight answers.
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A paid deal where a well-known person lends their face, voice or name to your brand. You borrow the trust people already have in them. The deal sets the fee, shoot days, media, length of use and what the celebrity may not do for rivals.
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It depends on fame, days, media, territory, term and exclusivity. A regional TV or sports face can cost a small part of a national film star's fee. Budget also for the shoot, travel and media. We quote after a first conversation, with the celebrity's fee shown as their contract sets it.
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The CCPA's June 2022 guidelines say an endorsement must reflect the endorser's genuine, reasonably current opinion and not mislead. An endorser of a misleading ad can be fined and barred unless they did due diligence. Consumer-affairs and ASCI guidance also ask for paid posts to be labelled, with words like 'ad' or 'sponsored'. Not legal advice.
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Fee and payment stages, shoot days, outputs, and usage by media, territory and term. Add category exclusivity, approval rights, post disclosure, a morality clause and exit terms. Have a lawyer review it. Allow several weeks from brief to signature, and longer around film releases or cricket seasons.
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Some carry extra rules. Surrogate ads, which use a look-alike product to stand in for one that can't be advertised, such as liquor or tobacco, are not allowed. Ads aimed at children can't use sports, music or film personalities for products needing a health warning.
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Often, if your buyers sit in a few states. A star of Bengali, Odia, Assamese, Tamil or Telugu cinema, or a local sports hero, can carry strong trust at home for much less. The trade-off comes if you expand, because the face may not travel.
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Yes. Talks run through the celebrity's manager or agency, so where we sit matters less than who we can reach. Our servicing team is based in cities across India, works hybrid and remotely and visits you regularly. For a shoot or event, we place our team at your venue.
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By numbers agreed before you sign: recall, branded search, enquiries and dealer pull where the face runs, against similar markets where it doesn't. You get a report through the term. A face rarely shows in sales within weeks; it builds trust over a season or a year.